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André Morys
 The Journey Of This Course
Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY

Lesson 1 Lesson 2 Lesson 3 Lesson 4 Lesson 5

Brain fundamentals Control the Emotional You have only Implement The
attention resonance 50ms Core Principles In
Your Process
FIGHT OR FLIGHT?

Optimizers talk a lot about factors like trust, usability

or relevance. But most of this is anticipated a long
time before a customer really starts using the website.

1) Understand the basic principles behind that

mechanisms

2) Learn how credibility based web design helps to

boost the perceived trust

3) Learn how to measure emotional perception

It needs perfect timing…

…but if you do it right, it’s easy to lift a kid a couple of

meters high in the air!

- Small oscillations as input produce a large output.

- But it depends on milliseconds of the right timing!

Step 4: Deduce specific information about your product / service

Implicit Emotional Motivation

IT Supporter, 35 „I want a bank that really cares about me as a
human being. I don’t want complicated
Harmoniser bureaucratic systems - i need to talk to real
people. It should be really easy.“

Emotional Objection
Agreeable
„They just want my money and they don’t care.
Likes to help Is authentic
It will be just another complicated computer
„I really like to interface for people that only care about
help people.“
money.“
 Power

Efficiency /
Ambition
Ambition
Jack Rowland, IT Supporter, 35
Duty Harmonizer
Caring /
Implicit Emotional Motivation
Family
Loyalty „A Bank should help me. It
should be really easy.“

Emotional Objection
„They just want my money. It
will be complicated“
 Find the bank accounts you need
to live your life the easy way.

We love to find the best solution for you.

Please tell us what you care about:

I want to save money for a house or investment

I need easy payment without deposit

I already saved something and want high interest rates

I am quite flexible and take the cheapest option Jack Rowland, IT Supporter, 35
Harmonizer
find best solution and open
account online
It only takes 2 minutes! Implicit Emotional Motivation
„A Bank should help me. It
should be really easy.“

Emotional Objection
„They just want my money. It
will be complicated“

Let your money work for you! Easily earn rewards Wherever you are…
Only a fraction of your communication lands in the mind of your customer:

still 20% missing

100% 20% 5% 1%

what you should say what you actually say what customers perceive what their interpretation is
1) Principles of human evaluation
What do you think?

How big / small are the companies?

How is the delivered quality?

How long does the company exist?

Which form is easier to complete?

‣ A: 7 required fields
‣ B: 10 required fields

‣ The users brain is anticipating

the convenience / usability of a
website.

‣ Perception is more important

than „real“ usability
Which sales guy would you prefer?

1 2 3 4 5
‣ People had to chose from 10
different pictures of people.

‣ Context: Home Electronics, retail

store, some consulting is needed

1
6 7 8 9
0
Which website would you prefer?

‣ People should associate the

websites with the picture of the
sales people
Which website would you prefer?

‣ People should associate the

websites with the picture of the
sales people

‣ Winner - also significant

Which website would you prefer?

‣ People should associate the

websites with the picture of the
sales people

‣ 2nd - also associated with guy #2

Which website would you prefer?

‣ People should associate the

websites with the picture of the
sales people

‣ worst website experience

More: https://psychcentral.com/news/2009/03/09/brain-response-to-first-impressions/4612.html
Same brain areas are activated when we meet people:

‣ fMRI scans show the areas that are active when

we „judge“ people that we see the first time
2010, we researched brain activity in an fMRI scanner:
2010, we researched brain activity in an fMRI scanner:
 Nucleus
accumbens
zappos.com - no acticity
shoeguru - peak
“ “Cognitive load is reducing
emotional acitivity”
–André Morys
2) Credibility Based Webdesign
Would you buy a car here
online?
Would you buy a car here
online?
What’s the difference?

- More clutter needs more time to decode cognitively

- Order and harmony leads to cognitive ease

- More cognitive ease - higher processual fluency (https://en.wikipedia.org/wiki/Processing_fluency)

- Higher processual fluency - more trust!

(Reber, R., & Schwarz, N. (1999). Effects of perceptual fluency on judgments of truth. Consciousness and Cognition,
8, 338-342.)
But take care!

Too much space and „luxury design“ may lead to a wrong price perception:
Credibility Based Webdesign

Research from BJ Fogg (2003):

:46.1% web design (color, form, etc.)

28.5% information architecture

25.1% information focus („clarity“)

15.5% key visual

14.8% useful information

‣
3) Measure Emotional Perception
1) EEG Solutions

Can’t measure what’s going on deeper in the brain

2) Facial Recognition

A lot of disturbing factors

3) Galvanic Skin Response

Valence is missing - frequency is low

““If you want to measure 100% on an
implicit level: Combine all methods to
eliminate the error - or leave it.”
My recommendation: Association Tests

Present your website for 5 Seconds

a) free association („What words come into your mind?“)

b) targeted association („Please select words that fit to your perception“)

+ cheap, easy, DYI, quick results

- not completely free from post-rational evaluation and socially desirable answers
(https://en.wikipedia.org/wiki/Social_desirability_bias)
Results from a redesign analysis
Results from a redesign analysis
Results from a redesign analysis
Results from a redesign analysis
Assignment:
Sources for hypothesis

Interviews, Questionnaires, Polls and User Research: Most „voice of customer“ methods focus on
conscious levels and rationalised mindsets.

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